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Inside Sheffield United’s new kit for Premier League season and what supporters can expect next
Sheffield United’s kit for next season has ‘gone up significantly’ in quality as the partnership with Errea enters its second season. The strip for the 2022/23 campaign was a big success commercially despite the challenges facing the Italian manufacturer.
The deal, which was confirmed at Errea’s Parma HQ last year, was for all United World clubs and one of the main advantages over any other manufacturer was the fact that Sheffield United had control over the design.
The bespoke nature of both their kit and leisurewear is one of the biggest differences from the previous deal. Instead of an Adidas template with a Blades badge, supporters felt they were pulling on something that represented their club and its history.
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The designs, produced in-house by United’s commercial and marketing teams and working closely with a designated designer from Errea, were well received by the fans.
The only slight negatives were issues with quality and a delay in getting the kits on sale. However, confidence is high both of those have been addressed.
Nod to history once again
Last season’s strip took inspiration from United’s history. The away kit in particular was a nod to previous white shirts made famous by Tony Currie and Alex Sabella.
Those designs were also unique with the way the club was able to introduce a bespoke feel, with swords on socks an example of that and long sleeves also a nice touch.
United’s commercial manager Paul Reeves says there will again be a nod to a popular kit from the past, as well as respecting the city’s history.
“Our goal has always been to develop new and fresh ideas that will excite the fans, but we will always consider the history and heritage of the club and city with any kit design,” he told Yorkshire Live.
“One kit will have a nod towards a previously popular kit from the past, while the design of another takes its inspiration from the manufacturing traditions of the city. It’s also a completely bespoke kit again, so will have good elements of personalisation.”
There will be different challenges in terms of sponsorship in the Premier League. Advertising is only allowed on the front and the sleeve of the shirt, whereas in the Championship you could also sell on the back of the shorts.
There could also be a change of main shirt sponsor, depending on the intentions of the current one. Randox Health signed a three-year Championship deal, with a first option to become Premier League sponsor should promotion be secured in that timeframe.
Should Randox not wish to take up that option, United would need to secure a new sponsor. However, one route the club would not go down is to promote a gambling company on the front.
Problems with quality
There were some teething problems with last season’s kit that is hoped to now be behind them. There were issues with the crest falling off as well as some complaints from supporters regarding stitching.
At the time the deal with Adidas had expired, United were the subject of a takeover by US businessman Henry Mauriss. As a result of that period of exclusivity all deals involving the following campaign had to be put on hold, meaning once United were in a position to move forward without him, it left little time to produce the new kit.
However, that pressure has been eased and a good working relationship has been developed in the last 12 months.
“We have spent a lot of time over the last 12 months with Errea, going over to their HQ in Parma as a collective group and looking at their manufacturing processes on where we need to see improvements,” said Reeves.
“There is a completely new application process next season for the crest, which was the biggest issue. The material quality, in our opinion, will be much better and everything, even the training kit, has gone up significantly in terms of quality.
“We have worked closely with Errea to address any issues that were not only raised by the fans but by the first team as well.”
Input from first team management
This season’s kit really has been a team effort, with input and feedback from the first team management also going into the thinking for the 2023/24 season. Not just in terms of the strip they will wear on the pitch, but with the training gear as well.
As a result of that, everything United will get next season is exactly what they have asked for.
Reeves said: “Our commercial, marketing and design teams have been across a good number of times to meet with Errea and their production team and everything is as we have requested.
“There is nothing next season where Errea has said ‘You are having this’, which is the way it used to be at times with Adidas’s global design team. We are literally getting what we have asked for and, importantly, what the first team have asked for.
“The full range has been produced in conjunction with input from the first team management in terms of colour, design and finish.”
Last season’s sales and this year’s release date
Despite the delay in getting the kits out, the sales were as good as any kits and that did not have too much of an impact commercially. All being well, everything is on course for an early July launch.
“This season’s kit has sold as well as any previous season,” Reeves explained. “The change in manufacturer had not been detrimental to any sales numbers.
“The fans liked the fact we brought the stripes back, as well as the quirky additions, such as the additional units we launched with long sleeves. We would not have been able to do that with other suppliers. The third kit was well designed and sold extremely well.
“For 23/24 everything should be tracking in line with an early July launch, the only thing that could potentially hinder that is any changes to principal sponsors.”
